TriCert Financial Group

What TriCert Financial Group does

TriCert Financial Group is a privately held Canadian integrated wealth management firm headquartered in Waterloo, Ontario, founded circa 2000. It serves households, private companies, estates and trusts through three core subsidiaries — TriCert Investment Counsel Inc. (registered portfolio manager and investment fund manager), TriCert Life Insurance Agency Inc., and the TriCert Private Wealth division. The firm manages over $4 billion in assets for thousands of clients across Canada.

TriCert's core technology is the proprietary QSect (Quality, Sector-based) investment approach, a trademarked methodology that constructs diversified, sector-based portfolios from Level 1 securities and ETFs, delivered through individually managed accounts and two pooled trusts (the QSect Equity Pool and QSect Income Producing Pool). Complementary tooling includes the ADAPT diagnostic for insurance and tax efficiency, the EstateKeeper estate planning tool, and a proprietary client portal built on ndexsystems infrastructure, with custody provided by National Bank Independent Network (NBIN).

The business model is recurring AUM-based fees billed quarterly, with no minimum account size and negotiability from a standard fee schedule; insurance commissions are explicitly avoided to preserve commission-agnostic advice. Go-to-market is anchored by a network of 16+ independent CPA firm partners across Canada that hold ownership interests in TriCert and refer clients, supplemented by a direct TriCert Private Wealth channel for clients without an existing CPA relationship. Marketing relies on content (InFocus podcast/webcast, InFocus Insights newsletter, LinkedIn, website resources) rather than paid acquisition.

Name

TriCert Financial Group

Legal name

TriCert Financial Group Inc.

Website

https://tricert.ca

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

TriCert Financial Group is a Canadian integrated wealth management firm managing over $4B in assets for households, private companies, estates and trusts via its QSect methodology, delivered through 16+ CPA partner firms across Canada and a direct Private Wealth channel.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Funds, Trusts, and Other Financial Vehicles (525), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

Fiduciary Investment Management (Trust Portfolios) (FSAEAKAI)

akta.pro secondary industry

Trust Administration & Fiduciary Accounting Services (FSAAANAF)

Keywords

• Integrated wealth management
• Investment portfolio management
• Financial planning services
• Tax planning services
• Estate planning services

Headquarters

HQ city

Waterloo

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Assets Under Management (AUM) Fees: TriCert derives income from fees charged to each Client as a percentage of the value of assets under management. Standard quarterly management fees are charged based on total AUM. No minimum account size is required. Fees may be negotiated from the standard fee schedule.
2. Custodial and Administration Fees: The Custodian (National Bank Independent Network) charges certain fees including commissions on securities purchases/sales, administration fees for RRSP, RRIF and Locked-In accounts, and other fees relating to account operation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

TriCert Financial Group integrates the expertise of accountants (CPAs), financial planners (CFPs), and portfolio managers (CFAs/CIMs) to deliver wealth management services to families, individuals, private companies, estates, and trusts. The firm offers accounting and tax planning, goals-based financial planning, discretionary investment management via the proprietary QSect approach (including individually managed accounts and two pooled funds), and insurance analysis through the ADAPT diagnostic process. Distribution is anchored by a network of 16+ independent CPA firm partners across Canada with ownership interests in TriCert.

Product overview

TriCert Financial Group is an integrated wealth management platform that articulates its approach by integrating three certified professionals (CPA, CFP, and CIM/CFA) as one team to deliver results. The company operates through three main divisions: TriCert Investment Counsel (registered portfolio manager and investment fund manager), TriCert Insurance Agency, and TriCert Private Wealth. The core investment offering includes individually managed accounts utilizing the proprietary QSect (Quality, Sector-based) investment approach, supplemented by two pooled funds—the TriCert QSect Equity Pool and TriCert QSect Income Producing Pool. These investment products are integrated with accounting services (tax planning through CPA firms), financial planning services, and insurance analysis through the ADꓯPT diagnostic process. Additional tools include EstateKeeper for estate planning. The company delivers client communications through a proprietary client portal built on ndexsystems infrastructure, with assets held in custody at National Bank Independent Network. Educational content is provided via the InFocus Podcast and Insights newsletter.

Differentiator

Problem solved

Functional benefit

Brands

• QSect: TriCert's quality, sector-based investment approach that matches a client's risk profile with a tailored portfolio.
• ADꓯPT
• EstateKeeper
• InFocus

Products and services

• Individually Managed Accounts Discretionary portfolio management through individually managed accounts managed pursuant to an Investment Management Agreement, where TriCert has authority to purchase and sell securities on behalf of clients based on their Investment Policy Statement (IPS) and the QSect investment approach.
• TriCert QSect Equity Pool An equity fund structured as a pooled trust, constructed with diversified selection primarily of Level 1 securities and/or investment funds/ETFs. Securities are selected from established exchanges with emphasis on North American equities including ADRs and CDRs.
• TriCert QSect Income Producing Pool An income producing fund structured as a pooled trust with diversified selection of income producing securities and/or investment funds/ETFs from the fixed income market including government, corporate, ETFs, and fixed income alternatives such as preferred shares.
• Accounting Services Services provided through TriCert partner Chartered Professional Accountant (CPA) firms, typically beginning with household-centric tax planning.
• Financial Planning Services Goals-based financial planning developed iteratively with the tax plan through collaboration between CPA and CFP professionals, potentially including the ADAPT lifestyle protection and tax efficiency diagnostic.
• Insurance Analysis (ADAPT Diagnostic) Proactive lifestyle protection and tax efficiency insurance diagnostic process providing commission-agnostic optimized solutions reviewed by a CPA before presentation to the client. Delivered through TriCert Insurance Agency.
• EstateKeeper Estate planning tool to help clients organize and manage their estate information and legacy matters.

Quantifiable outcome

• Over $4 billion in assets under management
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

20 partnerships are on record, tiered core and minor.

• National Bank Independent NetworkcoreOthersCustodian and correspondent broker for client account holdings. Responsible for trade settlement, record keeping, and tax reporting. Functions as TriCert's primary custodian, directly responsible to clients for performance of these services. TriCert has discretionary trading authority over assets held at the Custodian.
• Arcadia LLPcoreChannel Partner/ Reseller/ DistributorIndependent CPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Baker TillycoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• CCS CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• DJB CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Ford-Keast CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• GRK LLPcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• KBH CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Kendall-Sinclair Partners CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• MAC CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• RLB CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• SB Partners LLPcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Stark Marsh LLPcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Virtus GroupcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Ward-Uptigrove CPAcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services. Employees Joel Baker, Patrick Downey, and Krishna Beharry own minority equity interests in Ward & Uptigrove Wealth Management Inc.
• Welch LLPcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Wilkinson Company LLPcoreChannel Partner/ Reseller/ DistributorCPA firm partner with ownership interest in TriCert Financial Group. Refers clients to TriCert for investment management services.
• Good Redden Klosler Wealth Management Inc.coreStrategic or Co-development PartnerWealth management entity affiliated with CPA firm. Employees Scot Bolton and Crystal Lauwerier each own minority equity interests in Good Redden Klosler Wealth Management Inc. They serve as Certified Financial Planners at this entity while working with TriCert.
• Ward & Uptigrove Wealth Management Inc.coreStrategic or Co-development PartnerWealth management advisory affiliated with CPA firm. Employee Pat Downey serves as Wealth Management Advisor at Ward & Uptigrove Wealth Management while also working as Associate Portfolio Manager at TriCert.
• Portfolio Management Association of CanadaminorOthersTriCert Investment Counsel is a proud member of the Portfolio Management Association of Canada.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Burundy Asset Management: Toronto-based discretionary investment manager for institutional and private clients, employing a sector-based, value-quality approach analogous to TriCert's QSect methodology.
• Richardson Wealth / RF Capital Group: Canadian independent wealth management firm offering discretionary portfolio management and integrated financial planning to HNW clients through a national advisor network. Comparable in scope and target client.
• Raymond James (Canada): Canadian branch of Raymond James offering full-service wealth management including portfolio management, financial planning, and insurance. Similar target client and integrated offering.
• CI Assante Wealth Management: Canadian wealth management dealer that has historically built its network through CPA firm relationships and provides integrated investment, financial planning, and insurance services to HNW clients.
• AGF Investments / AGF Wealth Management: Canadian asset and wealth management firm offering pooled funds, separately managed accounts, and advisor-supported wealth platforms targeting Canadian households. Overlaps in pooled funds and investment management.
• Nicola Wealth Management: Canadian independent private wealth manager serving HNW families with integrated investment, tax, and estate planning. Directly comparable to TriCert in integrating multiple professional designations under one platform and serving Canadian HNW households.
• Wellington-Altus Private Wealth: Canadian independent wealth management firm built primarily through CPA-firm and accounting-advisor referrals. Mirrors TriCert's CPA-partner referral model and integrated financial planning + investment management delivery.

Broad incumbents

• Edward Jones Canada: Canadian arm of the U.S. advisory franchise with a large branch network of advisors providing investment management and financial planning to retail and HNW households. Comparable in integrated advisory delivery.
• BMO Private Wealth (Nesbitt Burns): Bank-owned Canadian private wealth division offering integrated investment management, financial planning, and estate services to HNW households. Competitor at the broader incumbent level.
• IGM Financial / Investors Group: Canada's largest independent wealth and asset manager with Mackenzie Investments, Investors Group, and Wealthsimple. Much larger scale but overlaps in discretionary portfolio management and pooled funds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLZr6HXqnRNb3tAiB31XDpuGteH4jGkua9
• LinkedInlinkedin.com/company/tricert-financial-group

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TriCert Financial Group